A real estate agency that sells the city before the square metres.
Urbani Agent is a new agency in Belgrade. Its founder started it because he believed the job should be more than posting listings: an agent should understand the city, the property and the people on both sides of the deal.
We led the art direction and designed the website, then extended the same language into an Instagram template system the agency now runs on its own.
Most agency sites in Belgrade look and read the same way. A search bar, a grid of listings, a list of services. A new agency entering that market had nothing to compete on visually and no history to point to yet.
The site had to speak to four audiences at once: people selling, people buying, developers selling new builds, and agents the agency wants to hire. It also had to stay easy to grow, because the agency publishes constantly and there is no designer in that loop.
We understand the city and the people who live in it.
Sellers, buyers, developers and future agents each have their own page, and every page walks through its process in the same four numbered steps. From free valuation to closing, from positioning a new build to selling the last unit, from first call to first day at the agency. Read one page and you know how to read the rest.
The repetition keeps a promise the agency makes to its clients: you always know which stage you are in and what comes next.
The visual language is deliberately plain. PP Mori set large, a warm near-black on white, hard edges and rules that run to the edge, and very little decoration. The property photography carries the colour and the type carries the voice.
Empty listing photos rarely tell you what it would be like to live somewhere. White line drawings of people sit over them, at a table, in conversation, and turn a room back into a home. It is the idea behind the brand made visible in one small gesture.
The agency's content strategy is built on video, so video runs through the whole site: the homepage, the process pages, the testimonials. Clients tell their own stories, most of them on camera.
Urban Stories, the blog, is a core part of the site rather than an afterthought. It covers buying, selling and renting, the market, the agency's own story, and the city and its neighbourhoods, with articles built to sit beside the videos they come from.
Listings filter by sale or rent, type, location, price, size and rooms, as a list or on a map, and the whole site runs in Serbian and English.
One city, many stories.
Then the same language had to run in a feed the founder posts to himself.
He came with a content plan built on five pillars: who the agency is, how the market works, case studies, what it is like to live in a neighbourhood, and short films of Belgrade. The pace he planned was two videos and two carousels a week.
We narrowed the scope to what that pace actually needs. Six templates: a carousel with a cover, up to four content slides and a closing slide, then a quote, an announcement, a location, a reel cover and a story.
They keep the site's type, palette and hard edges, and run on one set of colour tokens with a light and a dark mode. The feed is mostly dark, with light posts placed as accents so the grid has rhythm rather than a checkerboard. One element is new: a polaroid with a handwritten caption, which carries the human note of the site's illustrations into a format where people scroll fast.
The founder is not a designer and does not use Figma day to day, so the system was built around how he actually works rather than how designers build files. The templates are plain frames rather than locked components. He copies a post, changes the text, drops in a photo and moves things freely.
Every layer he touches is named in Serbian, so the layers panel reads like a list of instructions, and a short guide written for him in Serbian covers everything he needs and nothing he does not.
Alongside the templates we produced the first month of posts, so the system launched with real content in it.
The site launched in October 2026. The social system is in use. Results will follow once there is enough to measure.